In 2015, Hudson was instrumental in leading the digital and social teams on the Cannes Lions winning Melanoma Likes Me campaign – work that recently received 4th place ranking among the worlds most awarded innovation campaign by the Directory Big Won report.

Announcing the appointment, McDonald said, “Rob is one of the most innovative thinkers in the industry. He works closely with all of our clients and creates a profound impact on their businesses.

“In 2015, he has also been instrumental in many new business wins building business via new business wins including the Queensland Government, QBCC and Ardent Leisure/Dreamworld. Rob’s deep digital expertise provides us with a distinct advantage in the marketplace and under his leadership innovation will continue to be at the core of our business”.

Hudson joined Y&R from the UK in 2006 as a digital account director, before being promoted to digital director in 2009. Most recently he became chief digital officer where he also headed up the agency’s innovation program.

On the appointment Hudson said, “having led the digital work of the agency for over 9 years, it’s incredibly exciting to now be stepping in to the managing director role.

“It’s of course made that much easier knowing what an incredibly talented team and wonderful clients we have. The heart of our business is about constantly evolving to meet the needs of our clients and their customers. I’m looking forward to continued development of our capabilities in order to drive our strategic and creative output.”

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